World foods and category expert Golden Acre Foods is launching two new Elsinore seafood soups into Waitrose and Ocado in March to bring a little everyday luxury to the £458.9million* ambient soup aisle in order to drive instore category growth and rival dining out.
The Mediterranean Style Seafood and Fish Chowder canned soups (400g, RSP £2.80) inspired by chefs and ready to eat in three minutes, are aimed at time poor consumers who appreciate a well-made, delicious soup but who lack the time or expertise to make soup from scratch and would prefer to eat at home rather than dine out.
Explains Rebecca Cutter, head of marketing for Golden Acre Foods: “Not everyone can afford to dine out and not everyone has the time to make their own homemade soup from scratch. We know that many consumers are looking for long life options to provide a quick, easy and affordable meal for themselves and their families. But whilst convenience is important, consumers are not prepared to compromise on taste and luxury when they dine at home or host a dinner party. The new Elsinore soups have been developed based on trends and inspired by restaurants and offer a taste of everyday luxury at an affordable price.”
October to January consistently sees a spike in sales year on year during soup season as consumers prepare for the colder months. However, the convenience of a ‘ready meal’ in a tin runs throughout the year.
Both soup varieties are being positioned as a quick and easy meal solution with a luxurious twist for everyday as well as a versatile ingredient for popular dishes such as fish pie and seafood pasta. A third recipe, West Coast Scandi Style, will launch later in 2025.
Elsinore is a premium seafood brand, and one of Golden Acre Foods’ stable of international brands, inspired by its Scandinavian heritage. Its products are available nationwide in Waitrose stores, online from Ocado and from independent retailers and wholesalers.
*NIQ: 52 weeks to 7 September 2024
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